目前市面上的旅遊自由行產品琳瑯滿目，業者應該以何種廣告呈現產品資訊以吸引消費者注意，又應該提供多少商品資訊，這些廣告訊息呈現方式的不同，都影響了消費者對於商品的認知及選擇。
廣告呈現方式若從消費者對於產品內容的偏好來分類，可分為具有偏好屬性資訊及不具偏好屬性資訊的呈現方式兩種；其中廣告呈現具有偏好屬性資訊時，有的產品主打偏好屬性資訊 (單效產品)，有的則除了具有偏好屬性資訊外，亦同時以其他非偏好屬性資訊為產品號召 (全效產品)。而當廣告呈現方式不具偏好屬性資訊時，產品的非偏好屬性資訊表現好壞亦各有不同 (已知資訊表現好、表現差產品)。本研究便要從各種可能的廣告形式呈現中探討其如何影響消費者對於產品表現的評估，並且以推理策略來了解原因。又消費者在處理不同廣告訊息時，涉入高低及品牌亦會影響產品屬性表現的衡量，本研究亦將其納入探討其干擾效果。
本研究利用實驗設計方式來蒐集資料並進行分析，所得結論如下：
(1) 廣告中具有偏好屬性資訊時，消費者對於單效產品之偏好屬性表現評估會比全效產品來得高，但在整體表現及選擇可能性上，全效產品的評估表現會比單效產品好。
(2) 廣告中不具偏好屬性資訊時，消費者對於已知資訊表現好產品之偏好屬性、整體表現及產品選擇可能性都會比已知資訊表現差產品之評估高。
(3) 高涉入消費者對於廣告呈現方式中具有或不具偏好屬性資訊影響產品評估的程度比低涉入消費者大。
(4) 兩產品為相同品牌對於廣告型態中具有偏好資訊影響消費者產品評估的程度比不同品牌時大；兩產品為不同品牌對於廣告型態中不具偏好資訊影響消費者產品評估的程度比相同品牌時大。

There are many kinds of FIT products in the market. Firms will attract consumers’ attention in what advertisement reveal and how much information should be presented. The differences of these advertisement forms affect the consumers’ perception and decision on the product.
The advertisement reveal will divide into two parts on consumers’ preference to the product, with-preference information and without-preference information type. With-preference information type included the advertisement only with preference information (specialized) and the advertisement with preference and non-preference information (all-in-one). And without-preference information type included the product with superior and inferior performance on non-preference attribute (superior and inferior brand). Therefore, this research will discuss how would advertisement reveal affect consumers’ evaluation on the products and to find out the reasons with reasoning strategy. Furthermore, involvement and brand will affect the evaluation on the product, this research will also discuss its moderating effect.
An experiment was designed to collect data and analyzed. The conclusions of this study are as follows:
(1) The advertisement with preference information, consumers will have higher evaluation of preference attribute on specialized product than all-in-one product, but have higher evaluation and the possibility of choice on all-in-one product.
(2) The advertisement without preference information, consumers will have higher evaluation of preference attribute and product performance on superior brand than inferior brand.
(3) Consumers with high involvement have higher differences of product performance on two kinds of advertisement type than those with low involvement.
(4) The same brand products with preference attributes have affected the evaluation much more than the different ones; the different brand products without preference attributes have affected the evaluation much more than the same ones

【中文部份】
陳順宇 (2004)，「實驗設計」，華泰書局
陳順宇 (2004)，「多變量分析」，華泰書局
【網站部份】
MIC：線上購物市場 2008上看2500億，PC Home新聞
http://news.pchome.com.tw/life/bcc/20071010/index-20071010170605210098.html
97年3月中華民國國民出國性別及年齡分析，內政部移民署
http://admin.taiwan.net.tw/statistics/File/200803/table21_200803.pdf
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